When we hear about purpose-driven brands, our minds instantaneously bring to the surface ethical terms like accountability, environmental sustainability, thoughtfulness, and social responsibility.

What motivates notable brands to operate and flourish is staying true to their core objectives. They strive diligently to closely link their objective to every project planning and execution of their organization— from chain supply to products, sales, consumer service, creative ad campaigns, and social media, among other things.

Possessing a defined goal gives the brands a vision; a purpose that sets the direction for the organization. It is pivotal to the distinctiveness and success of the brand— the more compelling the purpose, the more trust and support of the consumers.

Ethical Traits Purpose-Driven Brands Share

The principles, strategies, and behavior of a company significantly impact whether the brand is perceived as ethical or unethical. And purposeful brands are those who are in concert with the citizenry and harness genuine care for ethical practices and the environment.

But yes, simply going on about purpose-driven brands isn’t enough to truly understand the perplexity of what it means to be motivated by values that contribute to the greater good. And this brings us to the remarkable traits that purpose-driven brands share in common.

Many exceptional principles distinguish the brands-- every brand has its special qualities and attributes that reinforce its unique perspectives, strategic vision, cultural values, and actions. But today, we will be discussing the five fundamental and powerful traits that brands should possess to earn the honorable purpose-driven badge.

1. Supply chain traceability

2. Responsible resource utilization

3. Safe and respectful factory environment

4. Sustainable raw material mix

5. Altruistic conducts: social responsibility

SUPPLY CHAIN TRACEABILITY

A complicated and segmented supply chain makes it difficult to trace the origins of raw materials of the products. This issue can be resolved by mapping suppliers at each production stage.

Purpose-driven brands publish a list of their suppliers and the production processes to significantly maintain transparency, traceability, and service quality. It also reveals the social and ecological metrics implemented at every supply chain point and the assurance that the merchandise is not manufactured in sweatshops. A responsible brand also extends its traceability focus beyond the factory units to the fabric cultivators. This helps in ensuring that the farms do not allow children to work.

If the brand neglects ethics in its grassroots operation, it is neither purpose-driven nor ethical regardless of the humane practices on the higher levels of its operations. Meaning, true purpose-driven brands are transparent about their supply chain traceability, allowing the customers to get a first-hand insight into their sustainability performance without a shadow of fear.

RESPONSIBLE RESOURCE UTILIZATION

The retail industry has a history of having far-reaching consequences in terms of co2 emissions, contamination, and resource depletion on a massive level. According to McKinsey, the industry was accountable for 2.1 billion metric tonnes of greenhouse gas (GHG) emissions in 2018, accounting for around 4% of the world average. In this case, the trait that makes conscious brands stand apart is, they track their water consumption, energy, and chemical usage, and pollution levels to neutralize harmful emissions. This aids in the deployment of efficiency improvements at the production stages of the supply chain. It also minimizes energy consumption and environmental damage output. Investing in environmental projects like carbon neutral and carbon capture systems is a reflection of the brand’s decarbonization efforts. Ethical brands proactively substitute renewable energy for fossil-fuel-derived energy and partner with suppliers who utilize minimal carbon-intensive materials.

SAFE AND RESPECTFUL FACTORY ENVIRONMENT

Eliminating poor working conditions, child labor, exploitation, insufficient wages, and discriminatory treatments of the factory workers are the front-line ethics of purpose-driven brands. They practice thoughtful terms of employment formalized through policy initiatives that comply with universal values and human rights— safe work conditions, minimum wage laws, and proactively looking into ways to promote better wage frameworks. The key is to establish the most plausible interrelationships between labor requirements and business needs at the factory level. Brands must strive to be a catalyst for change by modifying demands on the job site, especially with marginalized labor forces— instituting a metric for operational excellence by involving the voice of the laborers.

SUSTAINABLE RAW MATERIAL MIX

Right from the raw materials begins the environmental impact of a company. This is why brands must be conscious enough to invest in organic farming to procure eco-friendly materials like organic cotton.

Organic farming supports a greater diversity of wildlife, preserves water & soil quality, and produces fewer greenhouse gases. It is also 22-35% percent more profitable for farmers than conventional farming— the labor-intensive mechanism creates more rural work opportunities. But most of all, organic farming preserves the mortality rate of the farmers by reducing the exposure to life-threatening fertilizers and pesticides. 

Organic farming is healthy, ecological, socially just, and an exemplary symbol of sustainable development. And since cutting down emissions is a transformational priority for structural change, brands should optimize their material mix by using more organic fiber, switching to sustainable transportation, implementing sustainable packaging solutions, and decarbonizing the business outlets.  

ALTRUISTIC CONDUCTS: SOCIAL RESPONSIBILITY

Purpose-driven brands are productive citizens, equalizing their profit transactions with projects that promote the social system on a community or worldwide level. It entails concentrating marketing initiatives on retaining consumers who wish for their purchases to contribute to ethical sustainability. The socially responsible brands incorporate conscious aspects into their business strategies in the context of benefiting society and the people. Environmental stewardship marketing efforts include using reusable bulk makeup bags, sustainable packaging materials, orienting a percentage of income to nonprofit organizations/ charities, promoting socio-cultural challenges and concerns, etc. It can be donating a meal to homeless shelters for every product sold, or giving a share of the product income to alleviate social issues— altruistic contributions portray the brand as socially responsible. Ethical behavior in brand management builds a reputable image, which leaves a positive effect on the financial performance and production efficiency of the company.

The Powerful Choice: Supporting Sustainable Brands

Minimize Your Purchases

The most environmentally friendly shopping is to do none at all. Consider finding new ways to style your existing wardrobe. 

Research Greenwashing

The increasing popularity of sustainability has resulted in certain brands using the promotional mix to appear eco-friendly and chic while not truly adhering to those practices. For clothes to be truly ethical they must also be sustainable, and greenwashing is the opposite. So, research and educate yourself before you buy to make informed choices.

Shop From Sustainable Brands

Recognize your purchasing power and apply your moral principles when purchasing new items. Choose clothes made of organic or recycled fabric. Do your research for ethical brands and eco-friendly corporate gifts suppliers to find products that meet sustainable standards.

Intersectional Environmentalism Awareness

Be aware of the difference between luxury and sustainable fashion by empowering yourself with intersectional environmentalism.

Conclusion

A brand is driven by a shared vision of the future to better the lives of everyone— when we have a clear view of who or what is ethical, the best choices become obvious. Purpose-driven brands take pleasure in their consumer satisfaction, transparently inviting shoppers to explore their leadership, marketing, and ethical values. They also empower their employees and stakeholders and engage in community welfare which strengthens the brand-customers bond.

Is the brand you tag as a favorite purposeful? Are you investing in a brand that pursues a credible mission?

A more pertinent question is, should we be consuming sustainably and increasing investments in sustainable products? It would be a mistake not to see sustainable investment as a valuable influence on the success of achieving a more eco-friendly world.